Social media tools are increasingly being used in primary care in innovative ways to benefit healthcare professionals, patients, and communities.
Practices that choose to use social media in the right way can experience many benefits. It is important to note that social media should be used as part of a blended communication approach and not as an end in itself.
Social media platforms continue to evolve daily and are increasingly targeted at ever-more focussed audiences. A platform that appeals to one person is unlikely to have similar appeal to another. Although there are tools to help with this, it is unrealistic to be in every social media space and perhaps similarly unrealistic to think that users place their GP at the top of their social media priority list. That said, there may be a particular sector of the population that needs to be reached and so selective social media can be helpful in achieving this.
Generally, social media needs a range of up to date, relevant and engaging content to ensure its continued success. Whilst users can re-post and like what others do, at some point practices/PCNs with social media presences need their own voice. This of course requires a consistent effort, so requires people with the ability and time to do this as well.
The controls to ensure that the voice of the organisation is protected also require effort if chosen platforms don’t have the means to be locked down from external comment. Regardless, regular checks are also required.
Consider
Is there a communication strategy that incoporates the use of social media?
Is the operational impact of social media activity understood?
Does social media feel like a valuable and worthwhile part of the practice offer to patients?
Are the practices social media channels regularly managed and kept up to date?
Download
- Social media checklist
- Primary care social media toolkit (Redmoor Health)
- Smart guide to engagement (Primary Care Commissioning)
- Social media (NHS England)
- Social media guidance (General Medical Council)
- Social Media Kindness Day: Best Practices for Primary Care (First Practice Management)
